What are Matching Gifts?
Matching gifts are a form of corporate philanthropy where companies match donations made by their employees to eligible nonprofit organizations. This is an excellent way for nonprofits to maximize their fundraising efforts. Through email marketing, nonprofits can effectively communicate the benefits of matching gifts to their donors.
Why Should Nonprofits Focus on Matching Gifts?
Nonprofits should focus on matching gifts because they represent a significant opportunity to double or even triple donations without asking donors for additional funds. By leveraging email marketing, nonprofits can educate their donor base about matching gift programs and encourage them to take advantage of this opportunity.
How to Identify Potential Matching Gift Donors?
Identifying potential matching gift donors can be achieved through
data segmentation. By analyzing donor data, nonprofits can identify individuals who work for companies with matching gift programs. Email marketing platforms often offer segmentation tools that can help in this process.
Clear Subject Line: Ensure the subject line grabs attention and mentions matching gifts.
Personalization: Use the donor's name and reference their past contributions.
Explanation of Matching Gifts: Briefly explain what matching gifts are and their benefits.
Call to Action: Provide a direct link to a matching gift search tool or a form where donors can check if their employer offers matching gifts.
Success Stories: Share stories of how matching gifts have positively impacted your organization.
Post-Donation: Immediately after a donation is made, inform donors about the possibility of matching gifts.
End-of-Year: Many companies have fiscal years ending in December. Sending reminders towards the end of the year can prompt donors to take action.
Specific Campaigns: Tie matching gift emails to specific fundraising campaigns or events for a more targeted approach.
How to Encourage Donors to Pursue Matching Gifts?
Encouraging donors to pursue matching gifts can be achieved through a combination of education and convenience. Provide easy access to a
matching gift database where donors can search for their employer's program, and offer step-by-step instructions on how to submit a matching gift request. Regular reminders and follow-ups can also help keep matching gifts top of mind.
Email Marketing Platforms: These platforms offer templates, automation, and tracking features.
Matching Gift Databases: Services like Double the Donation provide comprehensive databases that can be integrated into your emails.
CRM Systems: Integrating your CRM with your email marketing platform can streamline data management and tracking.
Conclusion
Matching gifts are a powerful way to enhance your fundraising efforts, and email marketing plays a crucial role in educating and encouraging donors to take advantage of these programs. By understanding the key elements of a successful matching gift email campaign and utilizing the right tools, nonprofits can significantly increase their donation revenue through matching gifts.